Marketing Commons^™

2023-April-01-This Researcher Is Leading The Way For Others, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Dr. Audrey Depelteau, director of East Tennessee State University’s Innovation Lab, will become the first Tennessean invited to speak at the SelectUSA Investment Summit hosted by United States Secretary of Commerce Gina Raimondo. 

The event, May 1-4 in Washington, D.C., connects investors, companies, industry experts and various organizations with the goal of promoting investment deals in the U.S.

“It is an honor to represent ETSU, our region and the State of Tennessee”  ~ Dr. Audrey Depelteau

“The ETSU Innovation Lab is an International Soft Landings designation certified by the International Business Innovation Association. The scope of …

2023-April-01-These History Students Are Telling Stories Worth Hearing, University Marketing And Communication, East Tennessee State University

ETSU News

After weeks of working with sources covering over a century of the area’s past, East Tennessee State University students will present their research on the history of Johnson City’s Black community. 

The event happens Tuesday from 4-8:30 p.m. at the Langston Centre, located at 315 Elm Street in Johnson City.  

The research was conducted by students in the Department of History’s historical methods course, a class required before history majors can take upper-level courses. The students mined a wealth of historical information about Black churches, schools, civic clubs and organizations in Johnson City and Washington County from the end …

2023-April-01-They Learned Impressive Skills. Now They Battle., University Marketing And Communication, East Tennessee State University

ETSU News

Grab some popcorn. 

East Tennessee State University’s Computing Department will host a virtual robot fight this week. The event is Friday from 11 a.m.-2 p.m. in the D.P. Culp Student Center Cave.  

“The department is proud of the hard work and dedication of its students and looks forward to an exciting competition that showcases their talents,” said Dr. Tony Pittarese, dean of the ETSU College of Business & Technology.

Event is April 14

During the competition, student groups will showcase their skills in designing virtual robots that can interact with a simulated environment. Each group will develop strategies and …

2023-April-01-The Arts Give The Heart Life, University Marketing And Communication, East Tennessee State University

ETSU News

For Wesley Harmon, theatre is the most real form of entertainment. The arts, according to Savannah Spangler, give the heart its life. “If I’m going to be honest,” said Olivia Zimanek, “this department means everything. Everyone is so supportive and kind.”

ETSU’s Department of Theatre and Dance provides students with exceptional opportunities that boost self-confidence, social awareness, communication skills, and so much more.

“The arts help us make sense of what is happening in the world,” said Chair Karen Brewster.

Learn more about the department here. 

2023-April-01-Time, Space And The Deep South, University Marketing And Communication, East Tennessee State University

ETSU News

Tema Stauffer is an award-winning photographer and associate professor of photography at East Tennessee State University. Exhibited nationally and internationally, her work has earned many awards and recognitions.  

 

A recent exhibition, “Southern Fiction,” was hosted at the Reece Museum earlier this year. She has taught at ETSU since 2017.   

2023-April-01-They've Prepped For Months. Now They Present., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Students at East Tennessee State University will soon have the chance to show off their impressive scholarship.

The 2023 Dr. Jay W. Boland Undergraduate Research Symposium is set for Monday, April 24, in the D.P. Culp Student Center. It begins at 9 a.m. and runs through the early afternoon. 

“This symposium fosters discussion and collaboration in fields that span the natural and social sciences, humanities, business and technology and the arts,” said Dr. Cerrone Foster, an award-winning scientist and the interim director of Undergraduate Research and Creative Activities. “This symposium also provides experiential and professional experience …

Tourism, Mapping, Retail And Recreational Trails: A Case Study Of Connectivity Between Trails And Adjacent Downtowns In Anniston, Alabama, Usa, Jennifer Green

Theses

This study examines the estimated increase in economic impact on a geography’s local economy by creating cross-marketing efforts between expanding an established outdoor recreation trail to a closely located city downtown commerce district. This research will analyze the resulting potential rise in sales/lodging tax revenues for that city by mapping the trail and downtown district, and cross-marketing the other to users of both or either venue. Potential increase in economic impact will be estimated utilizing IMPLAN methodology by assessing the economic impact on the local economy that a percentage range of increased spending resulting from this cross-marketing effort could generate.

2023 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2023.

But This Rewards Me! An Examination Of Consumer Status And Social Dominance Orientation In The Donation Of Reward Points, Clancy R. Slay, Katharine Howie

AMTP Proceedings 2023

A newer development in rewards programs allows consumers to donate points rather than personally receive benefits. Research on the topic is virtually absent and represents a significant opportunity for worthy causes to receive new streams of financial support. Reward programs are uniquely characterized by hierarchical or “tiered” consumer status. Social dominance orientation represents the degree to which consumers support status inequities and is highly relevant in a reward context. This individual difference characteristic is studied to gain insight into which consumers are willing to donate earned rewards and why. Implications for understanding consumer decision making and encouraging charitable giving are …

Marketing Orientation: A Longitudinal Study Of Community Banks, Stephen C. Carlson, Gerald Sullivan, Susanna Warnock, Margaret Ryder

Atlantic Marketing Journal

Marketing orientation has long been touted as a means of improved business performance and a key to success in marketing management (Kotler, Keller & Chernev, 2021). This is a longitudinal study of community banks examining marketing orientation and business performance using a survey instrument based on the work of Narver and Slater (1990) and Kohli and Jaworski (1990).

Four survey datasets cover the period preceding the Great Recession (2003-2005), the Great Recession and its fallout (2008-2010), a Post–Great Recession period (2014-2016), and the COVID-19 period (2020). Survey responses were gathered from a selected set of community bank CEOs in the …

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh

Atlantic Marketing Journal

This research presents a pioneering attempt to examine whether the use of abstract images would be more effective than the use of concrete images in the case of service marketing. Based on construal level theory, we hypothesize that relative to the use of concrete images, the use of abstract images in service marketing will better match the intangible nature of services and will thus increase communication effectiveness. Two studies in this research provide evidence to support these propositions by showing that relative to the use of concrete images, the use of abstract images can enhance ad visuals, which in turn …

Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal

Atlantic Marketing Journal

COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …

Covid's Positive Implications On Business-To-Business Salesperson Communication And Customer Interaction, Lucy Matthews, Diane R. Edmondson, Ryan Matthews, Frances Ann Stott, Tammy Bahmanziari

Atlantic Marketing Journal

This article aims to investigate the impact of the COVID-19 pandemic on industrial salesperson communication with buyers, specifically focusing on the positive outcomes. The authors use a qualitative data collection approach based on grounded theory. Thirteen executives, primarily from the transportation industry, were interviewed. Based on the executive interviews, this study develops the pandemic-induced customer interaction model for the industrial market, drawing from the Technology Acceptance Model (TAM) and innovation diffusion theory. This study is the first to examine the positive impacts of the COVID-19 pandemic on business-to-business sales organization communication. This study contributes to the literature through the creation …

Consumer Decision-Making On Golf Equipment: Impact Of Emerging Strategic Organizational Goals And Supply Chain Intricacies, Faith A. Hopkins, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2023

The game of golf is incredibly historic and enjoyed by many people from numerous different age groups across many parts of the world. The research involving the game of golf is often limited to the topics of golf club engineering and injury prevention within the game. The consumer decision-making process for golf equipment has been primarily under-researched. This study explores the consumer decision-making process involving golf equipment and provides propositions to achieve strategic organizational goals. Propositions are made concerning supply chain intricacies containing the inclusion of personalization and customization and including women's equipment displayed in marketing activities. There is room …

Effects Of Online Consumer Ratings On Persuasion, Magdoleen Ierlan

AMTP Proceedings 2023

Online product review websites have become very important in the purchase decisions of consumers. Word-of-mouth communication was once limited to the passing of information using verbal means, however, it now extends into text messages and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails. The type of review will influence the consumer differently. Also, the need for cognition will impact the way the type of review the consumer requires to decide.

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook

AMTP Proceedings 2023

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …

The Digital Engine Model: Lead Generation Through Applied Dcm Strategies, Kyle A. Huggins, John D. Hansen

AMTP Proceedings 2023

Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content in order to develop brand equity, connecting content to brand story and narrative. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper digital content marketing instruction and …

How Political Ideology Impacts Political Brand Image: Analysis Of The 2016, 2018, And 2020 Elections, Kristina M. Harrison, Shawn Thelen, Boonghee Yoo

AMTP Proceedings 2023

The U.S. presidential elections of 2016 and 2020 have both been characterized as “An Election like No Other” (Goodman 2020; Smith 2016) unparalleled to previous ones. The 2016 election saw an outsider, not an established politician, win the support of a major political party and eventually the presidency. The 2020 election was influenced by a once in a century pandemic that diminished all traditional election issues and greatly affected the nature of campaigning. This research examines whether political ideology played an invariant and stable role in shaping the brand image of the presidential election candidates. Analysis of 2016, 2018, and …

Confronting New Realities: Factors Impacting Adoption And Success Of Online Marketing Education In The Caribbean, Neleen S. Leslie-Piper, Celia Mckoy, Petula Senior

AMTP Proceedings 2023

ABSTRACT

COVID-19 was a watershed event in higher education as institutions at all levels were affected. Schools, colleges, and universities were forced to transition to remote or online instruction with varying levels of preparation. While most colleges and universities in the developed world were taken by surprise, they were not completely unprepared, as most institutions already had the infrastructure to facilitate online learning. In fact, some institutions were already offering online or hybrid courses of study. The developing world, and the Caribbean in particular, faced a different challenge. While institutions utilized learning management systems to deliver face-to-face classes, the facilitation …

From Academia To Industry: The Educators’ Role In Preparing Marketing Practitioners For America’S Multicultural Reality, Neleen S. Leslie-Piper, Tanzeah Sharpe

AMTP Proceedings 2023

This study examines the state of multicultural marketing education. It looks at current Marketing and IMC programs offered in the United States to ascertain the extent to which their curricula include components aimed at building multicultural competence in future practitioners. Finally, the paper proposes recommendations for making marketing education more responsive to current market needs.